Zena has been promoted to vice-president at the management consulting firm she works for. Her status
has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000
miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena
consider a car produced in the United States because the consulting firm she works for has a policy of
supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and
obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine,
Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally,
after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit
with her new image and position in her company. Now that she has purchased the car, she has seen
more advertisements touting its features than she ever noticed before. She also has noticed many
models of her car on the road. Zena thinks the fact that so many others are driving the same model car
as hers is proof that she made a good decision.
NARREND
118. Refer to New Car Purchase. Zena’s visits to the dealers and looking at ratings in magazines best
represent which step of the consumer decision-making process?
a.
need recognition
b.
information search
c.
evaluation of alternatives
d.
stimulus
e.
postpurchase behavior
119. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her
decision, Zena is reinforcing her decision and reducing the doubts she sometimes feels regarding this
purchase. The feelings of inner tension are called:
a.
selective retention
b.
perceptual distortion
c.
postpurchase action
d.
cognitive dissonance
e.
response attitudes
120. Refer to New Car Purchase. Which type of consumer buying decision does Zena’s purchase represent?
a.
routine response
b.
limited decision making
c.
extensive decision making
d.
impulse buying
e.
motivational response
121. Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car
purchase. This suggests the car is a(n) _____ product for Zena.
a.
impulse
b.
low-involvement
c.
routine response
d.
nondurable
e.
high-involvement
122. Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile. In this
instance, Susanne is acting as a(n):
a.
dissociative reference
b.
purchase catalyst
c.
gatekeeper
d.
social reference
e.
opinion leader
123. Refer to New Car Purchase. If you evaluate Zena’s choice of a Chrysler based on Maslow’s needs
hierarchy, the car was bought to meet _____ needs.
a.
self-actualization
b.
security
c.
esteem
d.
safety
e.
physiological
NARRBEGIN: Coca-Cola
Coca-Cola
It is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air
conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola.
Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks
up a twelve-pack of Coke.
NARREND
124. Refer to Coca-Cola. When Ed realized he was out of Coke at home, which stage of the consumer
decision-making process is this?
a.
evaluation of alternatives
b.
information search
c.
purchase
d.
postpurchase behavior
e.
need recognition
125. Refer to Coca-Cola. Ed’s Coke purchase best represents which type of consumer buying decision?
a.
routine response behavior
b.
limited decision making
c.
extensive decision making
d.
situation convenience
e.
motivational response
126. Refer to Coca-Cola. Ed knows Michael Jordan (a former basketball all-star) drinks Gatorade, and he
thinks he can be more like Jordan if he drinks it. Because Ed very much wants to be like Jordan, he
purchases Gatorade in addition to Coke. In this example, Michael Jordan is acting as a(n):
a.
purchase catalyst
b.
opinion leader
c.
consumer advocate
d.
dissociative reference
e.
cultural icon
127. Refer to Coca-Cola. The fact that Ed paid attention to the billboard is an example of:
a.
selective perception
b.
selective exposure
c.
selective distortion
d.
selective retention
e.
selective discrimination
128. Refer to Coca-Cola. According to Maslow’s hierarchy of needs model, which need was Ed trying to
satisfy when he purchased the Coke?
a.
self-actualization
b.
esteem
c.
safety
d.
social
e.
physiological
NARRBEGIN: Daycare
Day Care
Fiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting day-
care centers for the past two weeks and has interviewed caregivers at eight different centers. It is
extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule.
After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with
her choice, she does continue to wonder if she made the correct decision.
NARREND
129. Refer to Day Care. Fiona’s visits to the daycare centers, interviews with the caregivers, and input from
family and friends represent which step of the consumer decision process?
a.
postpurchase behavior
b.
stimulus generalization
c.
evaluation of alternatives
d.
information search
e.
need recognition
130. Refer to Day Care. Fiona’s uncertainty about whether she made the correct decision and the feelings
that go along with this uncertainty are called:
a.
selective retention
b.
perceptual distortion
c.
postpurchase action
d.
cognitive dissonance
e.
routine response
131. Refer to Day Care. Fiona spent a significant amount of time and effort in selecting the day-care center
for Kate. This suggests the center is a(n) _____ product for Fiona.
a.
impulse
b.
low-involvement
c.
routine response
d.
convenience
e.
high-involvement
132. Refer to Day Care. The process Fiona went through in selecting a day-care facility for Kate is best
described as which type of consumer buying decision?
a.
routine response behavior
b.
limited decision making
c.
extensive decision making
d.
impulse buying
e.
motivational response behavior
133. Refer to Day Care. Shannon, Fiona’s best friend, recommended PerfectCare because she takes her
daughter there. Shannon was acting as a(n):
a.
family member
b.
opinion leader
c.
dissociative reference
d.
busybody
e.
gatekeeper
NARRBEGIN: Interface
Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with
Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather
than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the
public at prices only slightly higher than nylon carpet tiles. Interface’s CEO has repeatedly said the
mission of his company is to look for manufacturing materials that are renewable and are not
petroleum dependent.
NARREND
134. Refer to Interface. A consumer who was in the market for floor covering would be most likely to
locate information on the biodegradable floor tiles during which stage of the consumer decision-
making process?
a.
evaluation of alternatives
b.
internal information search
c.
external information search
d.
need recognition
e.
postpurchase behavior
135. Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled
information source for floor tiling?
a.
a store display showing the various colors of tiles available
b.
an ad in Better Homes & Gardens for floor tiles
c.
a salesperson at a store that specializes in floor coverings
d.
a brochure explaining why the corn-based floor tiles are superior to nylon ones
e.
a discussion with co-workers about the best floor tiles to buy
136. Refer to Interface. To reduce potential _____, Interface could include a letter in every box of corn-
fiber carpet tiles congratulating the buyer on helping to protect the environment.
a.
cognitive dissonance
b.
buyer repentance
c.
consumer affectation
d.
affective dissonance
e.
consumer cognition
137. Refer to Interface. Which of the following is an example of a cultural influence on consumer buying
decisions?
a.
personality of the buyer
b.
how much the buyer knows about actions he or she can take to save the environment
c.
lifestyle of the buyer
d.
the buyer’s motivation for buying the corn-fiber carpet tile
e.
the acceptance of green marketing among a society
138. Refer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment
and that the new fibers are better for the environment will involve which attitude-change strategy by
marketers?
a.
change the belief about all other attributes but this one
b.
change the relative importance on beliefs about this attribute
c.
change the product
d.
use comparative ads
e.
get consumers to recognize a need
NARRBEGIN: College Decision
College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has
received several pieces of mail from local universities with information on scholarship opportunities
because he has a good GPA and a high ACT score. He and his parents have visited several schools
and talked to advisors regarding his chosen major, marketing. Juan is thinking about going to the local
community college where all of his friends are planning to go, but his parents want him to go to a more
prestigious school because they think he will get a better education there.
NARREND
139. Refer to College Decision. The direct mail pieces with scholarship information that schools are
sending to Juan are examples of which type of information sources?
a.
marketing-controlled
b.
nonmarketing-controlled
c.
service-oriented
d.
internal
e.
selective
140. Refer to College Decision. Juan has narrowed his decision down to three schools. These schools
comprise Juan’s _____ set.
a.
primary
b.
elite
c.
exclusive
d.
awareness
e.
evoked
141. Refer to College Decision. One person who Juan has seeking advice from is his guidance counselor,
Mr. More, at school. Mr. More is respected by students and parents alike and knows a lot about the
schools Juan is considering. Mr. More can be considered a(n):
a.
influencer
b.
decider
c.
opinion leader
d.
gatekeeper
e.
market maven
142. Refer to College Decision. Juan’s parents and friends would be classified as _____ factors influencing
his decision.
a.
cultural
b.
social
c.
individual
d.
psychological
e.
primary
143. Refer to College Decision. Juan’s friends might influence him to go to the local community college.
What type of reference group characterizes his friends?
a.
indirect
b.
primary
c.
secondary
d.
aspirational
e.
nonaspirational
144. Refer to College Decision. Juan’s parents’ opinion that he will get a better education if he attends a
prestigious school rather than a community college is an example of:
a.
selective distortion
b.
selective retention
c.
selective exposure
d.
selective bias
e.
selective attitude
ESSAY
1. Why do marketers study consumer behavior?
2. You have decided to work all summer to save money for the ultimate $2,000 high-definition television
with surround sound. Trace the steps of your decision process for purchasing your new television.
3. Assume you have decided to purchase a new automobile. Describe your internal information search.
Then name the two types of external information sources. For each source, give two specific examples
of information sources you might use.
4. Define cognitive dissonance and describe how can consumers and marketers can reduce it.
5. Assume you have gone to the corner convenience store to pick up your usual brand of potato chips.
What type of decision making will take place? How would this differ from the decision making that
would take place if the store was out of your regular brand?
6. What is extensive decision making? Discuss the purchase of a product that you would use extensive
decision making when purchased for the first time and would require limited decision making in
subsequent purchases.
7. Assume you have been invited to join a social club whose members typically wear leather bombardier
jackets. You have never bought or worn a leather jacket before. List and briefly describe four factors
that could influence your level of involvement in the purchase of the leather jacket. How involved will
you be in this purchase and why?
8. What is the difference between culture and subculture? Why do marketing managers need to
understand culture and subculture?
9. List and briefly describe the types of reference groups and discuss how these groups influence the
consumer decision-making process.
10. List and briefly describe the five different roles various family members can play to influence the
purchase decision-making process when deciding on a family vacation.
11. Define self-concept. Choose a product (i.e., a good, service, or idea), and use that product to illustrate
how a marketer would apply the idea of self-concept to market the product.
12. Define perception and describe the three types of selective perception. Use personal examples in your
discussion.
13. Define each level of Maslow’s hierarchy of needs. For each of the five levels, briefly describe a
marketing message appealing to this need level.
14. Define stimulus generalization and stimulus discrimination and give an example of how each is used.
15. Compare and contrast beliefs and attitudes.
16. Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing
activities of Kellogg’s Corn Flakes (or another breakfast cereal you are more familiar with).
